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XML has changed the way organizations do business, but the changes aren't finished yet. Coming down the line are structured blogs and syndication of structured content. Learn where XML publishing is going and the impact on content creation, management and delivery.
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Company Confidential
The Future of XML Publishing:
Web 2.0 = Internet 3.0
STC
Salim Ismail
May 2007
Copyright 2007Slide 2
Overview
Syndication (Internet 3.0)-Definition - examples
- technology underpinning
Consumer Enterprise
Hidden Web Event-DrivenWeb 2.0 = Internet 3.0
Business Models
Copyright 2007Slide 3
Syndication
The voluntary dissemination of
data to anyone who wants it
Consumer Enterprise
Blogs
Intranet updates
RSS and ATOMFeeds
ERP Reporting Systems
Wikis
CMS
UGC
XMLPublishingSystems
Copyright 2007Slide 4
What is Web 2.0
According to Tim O’Reilly….
Copyright 2007Slide 5
Other Web 2.0 Descriptors
Services vs. data
UGC (User Generated Content).. e.g. blogs
Manipulate and ‘use’ data, not just presentation
Low latency (real time)
Data aggregation
Social Networking
Examples– Flickr, Buzznet, Dabble– Wordpress, Typepad, Drupal– Eventful, Upcoming, Edgeio– YouTube, MySpace, FaceBook
Web 2.0:Consumer to
Consumer
Copyright 2007Slide 6
Web 2.0 Tag Cloud
Copyright 2007Slide 7
Web 2.0 – Was led by Blogs
• Blogs exploding in use– With the rise of the web in the 90s, we had millions of
readers, but relatively few publishers (e.g. CNN, CNet)– Now, due to the ease of publishing with blogs, we now
also have millions of publishers• 1m in 01/04, 10m in 01/05 and over 100m today
• A Syndication ecosystem has evolved– Ping servers, ping aggregators and blogging platforms
all collaborate to disseminate RSS and Atom updates
• Blogs now being ‘overtaken’– MySpace, FaceBook, Bebo, etc…
Copyright 2007Slide 8
Copyright 2007Slide 9
Overview
Syndication (Internet 3.0)-Definition - examples
- technology underpinning
Consumer Enterprise
Business Models
Copyright 2007Slide 10
Web 2.0 = Internet 3.0™
We are increasingly watching…
80s Email
90s Web Browser
00s RSS Aggregator
Messaging
RequestResponse
PublishSubscribe
What’s youremail address?
Sending
What’s yourWebsite?
Searching
What’s yourFeed?
Watching
Information Exchange Patterns
Evolution of the Internet
Copyright 2007Slide 11
Watching vs. Searching
“I don’t read blogs—I read. Blogs are more searchable. Technorati and PubSubare more useful to me than Google.”
Syndication facilitates ‘watching’
Watching is different from Searching
Jonathan Schwartz, CEO, SUN
Copyright 2007Slide 12
Example - Search
RelevantImmediateMaterial
Tell me whenever X happens
Prospective vs. Retrospective
WatchingListening C
ove
rag
e
Age
Archives
RetrospectiveSearch
(Google/Yahoo)
ProspectiveSearch
Copyright 2007Slide 13
Overview
Syndication (Internet 3.0)-Definition - examples
- technology underpinning
Consumer Enterprise
Business Models
Copyright 2007Slide 14
Blogs geared for text/HTML
• RSS is used as a wrapper for text and a syndication mechanism – Atom is another, more evolved syndication spec
A typical blogpost today contains anopinion or specificInformation(in text)
Copyright 2007Slide 15
Syndication is enabling UGC
Rather than just saying “I liked that book”, a form is filled out with fields for the title, rating, etc
Publish structured data
www.structuredblogging.org
Copyright 2007Slide 16
The Internet is largely ‘hidden’ data
Unstructured information (Visible Web)– HTML and text oriented
– Search-engine crawlable
– Difficult to analyze
Structured information (Hidden Web)– XML, structured information (auctions, tickets, cars, jobs)
– Lives mostly in walled gardens (eBay, Monster…)
– Not easily available to search engines
– Much of that can be syndicated
The hidden Web is 400-500x largerthan the visible
one
VISIBLE WEB
HIDDEN WEB
Source: Crawling the Hidden WebSriram Raghavan,
Hector Garcia-Molina
Copyright 2007Slide 17
Implications of Syndication
BeforeUser fills form site stores data users search site
Copyright 2007Slide 18
Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process
Web 2.0Web 1.0
Implications of Syndication
AfterUser fills form (publish) data is syndicated users get updates
Copyright 2007Slide 19
Copyright 2007Slide 20
Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process
Web 2.0Web 1.0
Aggregators
Blogs
RSS ReadersRSS Feeds
Closed Syndication or Branding
Browsers
Web PagesSearch Engines
Walled Garden
DBs
Internet Information Flows
Open Syndicationor Branding
Pings
Copyright 2007Slide 21
Business Models – Internet 3.0
Publish(syndicate)
BlogsPhotosVideo
CGM
Subscribe
RSS readersCell phones
Web
Clients
Aggregate
Search EnginesSocial NetworksVertical Search
Tagging
Aggregators
Copyright 2007Slide 22
Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process
Web 2.0Web 1.0
Blogs
AggregatorsRSS Feeds
Browsers
Web PagesSearch Engines
Walled Gardens
Newsgator
Bloglines
NetVibes
Firefox / Flock
SixApart
Edgeio
Blogger
WordPress
eBay
MonsterAutoTrader
TechCrunch
CraigsList
InternetExplorer
Y!360
Internet Information Flows
Closed Syndication or Branding
Yahoo!Google
AOLMicrosoft
Pings
Open Syndicationor Branding
TechnoratiIceRocket
Weblogs.com
Ping-O-Matic
Copyright 2007Slide 23
Create/Publish/Discover Syndicate/Aggregate Read/Consume/Process
Web 2.0Web 1.0
Internet Information Flows
PublishStuff
L.I.T
Confabb
Copyright 2007Slide 24
And The UX?
Low latency
Superior UI
User participation
…….
User-centric
Copyright 2007Slide 25
Overview
Syndication (Internet 3.0)-Definition - examples
- technology underpinning
Consumer Enterprise
Business Models
Copyright 2007Slide 26
In Enterprises….
• Blogs currently being used in two ways:
– Knowledge Management inside the firewall
– Marketing/PR/CRM outside the enterprise
Blogs are text-based
Copyright 2007Slide 27
Syndication in Enterprises
• Primary examples are:– Documentation – Reporting
• True syndication currently limited to departments – Data in silos– E.g. technical writing, finance
Syndication is an organizational issue
Copyright 2007Slide 28
Internet 3.0 for Enterprises
Most business systems today are ‘data’ oriented• Databases• Data warehouses
BUT, businesses don’t run on data….
Businesses run on ‘events’• New customer• Price change• Delivery notice• Spec change
Copyright 2007Slide 29
Implications for Businesses….
• Within the enterprise– Syndication of information ‘events’ as a paradigm will
take hold• Sales lead management• Internal announcements
• ‘Outside’ the enterprise– Low cost XML distribution (again, syndication)– Publish/syndicate information
• Price changes• Supply chain• Product announcements
Copyright 2007Slide 30
Enterprise Bus Models – Internet 3.0
Publish(syndicate)
BusinessEvents
Subscribe
Exception handling
Aggregate
AnalysisRouting
Copyright 2007Slide 31
And the UX?
Services vs. data
UGC (User Generated Content).. e.g. blogs
Manipulate and ‘use’ data, not just presentation
Low latency (real time)
Data aggregation
Social Networking
XML-based
Integrated
Copyright 2007Slide 32
Web 2.0 = Internet 3.0
Consumer• Open up the Hidden Web• Low cost to starting new business• VC models are threatened
Enterprises• Business systems become event-driven rather
than data-driven• Cost of deployment will drop dramatically• Implications for internal business structures
Copyright 2007Slide 33
Conclusion
Web 2.0 = Internet 3.0
Structured Data (XML) Syndication
Event-based (Publish/Subscribe)
Participatory UX
Copyright 2007Slide 34
Internet 3.0 – The Nervous System
The internet is evolving into a complex organism
Search is the memory
Syndication provides the basis for the nervous system
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